Toward and Explicit Model for Media Selection, Journal of Advertising Research
A goal programming model for selecting media is presented which alters the objective and extends previous media models by accounting for cumulative duplicating audiences over a variety of time periods. This permits detailed control of the distribution of message frequencies directed at each of numerous marketing targets over a sequence of interrelated periods. This is accomplished via a new logarithmic non-reach device and a continuous lognormal generation of the discrete message frequencies.
Kotler, Philip. 1964. Toward and Explicit Model for Media Selection. Journal of Advertising Research. 4(1): 43-49.